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Paramount’s New Nielsen Deal. The Big Data Push and the Future of Multi-Platform Advertising

Kateryna Metsler
Kateryna Metsler  |  Senior Growth Marketer: Content
Published: Feb. 04, 2025
Linear TV

A Step Toward Data-Driven Advertising

Paramount Global’s renewed multi-year partnership with Nielsen marks a pivotal moment in audience measurement. This deal, which includes Nielsen’s Big Data + Panel, Advanced Audiences, and Ad-Supported Streaming Platform Ratings, underscores the entertainment giant’s commitment to a data-driven future. With Paramount+ and Pluto TV now part of Nielsen’s accredited services, advertisers gain access to deeper insights into both streaming and linear audiences.

However, as the media landscape continues to fragment, is Nielsen’s measurement suite enough? While the deal signals progress in cross-platform advertising, it also highlights the growing need for more precise and flexible measurement tools. Advertisers navigating this evolving ecosystem require solutions that go beyond traditional ratings—solutions that provide granular audience insights, enable real-time optimization, and bridge the gap between streaming, broadcast, and digital.

The Power—and Limitations—of Nielsen’s Measurement Tools

Nielsen’s latest advancements reflect a major industry shift toward big data. By integrating data from set-top boxes, smart TVs, and out-of-home measurements, Nielsen offers a more holistic view of TV consumption. These innovations provide advertisers with a clearer picture of where audiences are engaging across platforms, making it easier to allocate ad dollars efficiently.

Yet, challenges remain. While Nielsen’s measurement improvements enhance visibility, they still operate within a framework primarily built for broad demographic targeting. For advertisers who need deeper, behavioral-driven insights—such as purchase intent, brand affinity, and engagement levels—traditional ratings don’t tell the full story. As audience behaviors become more fragmented across streaming, FAST channels, and digital platforms, advertisers need a solution that delivers a true cross-channel view with actionable insights.

Bridging the Gap: The Need for Alternative Insights

This is where platforms like Simulmedia come in. While Nielsen’s numbers help validate audience reach, they don’t always translate into performance-driven outcomes. Advertisers looking to maximize efficiency in both linear and connected TV (CTV) need tools that allow for real-time optimization, predictive targeting, and cross-platform deduplication.

By leveraging AI-driven analytics and data science, alternative measurement providers can pinpoint exactly where an advertiser’s target audience is watching—whether it’s CBS, Paramount+, or a niche FAST channel. These tools help marketers move beyond the constraints of traditional TV measurement by:

  • Optimizing Campaign Performance in Real Time – Instead of relying on post-campaign reports, advertisers can adjust placements dynamically to improve ROI.
  • Reducing Waste and Audience Duplication – Advanced audience modeling ensures ads reach new viewers instead of oversaturating the same audience.
  • Enabling True Cross-Channel Targeting—A unified platform allows advertisers to plan and execute campaigns seamlessly across linear, streaming, and digital media.

Streaming, Broadcast, and Beyond: What This Means for Advertisers

The inclusion of Paramount+ and Pluto TV in Nielsen’s measurement ecosystem reflects the reality of today’s TV landscape—one where streaming and traditional broadcast coexist. Advertisers can no longer afford to silo their media buying strategies. Instead, they must embrace a holistic approach that integrates data from all viewing platforms to maximize reach and efficiency.

The Paramount-Nielsen deal is a step in the right direction, but it also serves as a wake-up call. As the industry moves toward a more complex, data-driven future, advertisers must adopt flexible, advanced measurement tools to stay ahead. Nielsen’s ratings remain a foundational piece of the puzzle. Still, the real advantage lies in the ability to go deeper—leveraging alternative data sources to ensure every ad dollar is working harder, smarter, and across all screens.